Huan Chen

Huan Chen, University of Florida College of Journalism and Communications Advertising associate professor, is co-author of “An Expert With Whom I Can Identify: The Role of Narratives in Influencer Marketing” published in the International Journal of Advertising on Oct. 20. Chen, Yang Feng and Qian Kong, lecturer at the University…

Social media has become an increasingly critical component of luxury brand’s marketing strategy.  Using social media platforms can establish a brand’s social presence, enhance its brand personality, and enable interaction with current and prospective customers. University of Florida College of Journalism and Communications Advertising Associate Professor Huan Chen and Ye…

Huan Chen, University of Florida College of Journalism and Communications Advertising associate professor, has been awarded a $350,000 National Science Foundation (NSF) grant. As co-principal investigator, she will collaborate with scholars from the University of Missouri-Kansas City to look at bridging digital divides in undergraduate education of data science. The…

University of Florida College of Journalism and Communications Advertising Assistant Professor Jordan Alpert, Advertising Associate Professor Huan Chen and Alyssa Jaisle, Ph.D. 2019, are the authors of “A Content Analysis of the Promotional Strategies Employed by E-Cigarette Brands on Twitter” published in the journal, Health Marketing Quarterly on Nov. 7.…

As ever-advancing digital technology spews more and more data about consumers, some industries are struggling with how to effectively collect, sort, interpret, and use big data. The advertising industry, in particular, recognizes the data gold mine, but faces challenges in how to effectively use that data to benefit clients and…

Huan Chen, University of Florida College of Journalism and Communications Advertising associate professor, is the co-author of “Big Data is Not the Answer to Everything: Advertising Practitioners’ Perception of Big Data” published in Advertising & Society Quarterly, Volume 20, Issue 3, 2019. Chen, and co-author Brittani Sahm, studied the ramifications…

There are now more than 450 electronic cigarette (e-cig) brands on the market and the U.S. Food and Drug Administration (FDA) has declared that the use of e-cigs – or vaping – among young adults has reached “an epidemic proportion.” Recently, there have been several deaths associated with vaping. The…

University of Florida College of Journalism and Communications Advertising Assistant Professor Jordan Alpert, Advertising Associate Professor Huan Chen and doctoral student Kelsy-Ann Adams are the authors of “E-cigarettes and Social Media: Attitudes and Perceptions of Young Adults to Social Media Messages” published in Addiction Research & Theory on Sept. 16.…

University of Florida College of Journalism and Communications (UFCJC) Advertising Assistant Professor Huan Chen and Telecommunication Assistant Professor Jasmine McNealy have been granted tenure and promoted to the rank of associate professor. Chen joined UFCJC in 2015 as an assistant professor in the Advertising Department. This past year, she was…

Virtual reality (VR) videos that offer high engagement and visual prominence can be an effective environment for product placement, according to new research published in the Journal of Business Research. The research from Huan Chen, Advertising assistant professor at the UF College of Journalism and Communications, and Ye Wang, Communications…

Huan Chen, University of Florida College of Journalism and Communications Advertising assistant professor, is the co-author of “Americanized or Localized: A Qualitative Study on Chinese Advertising Practitioners’ Perceptions of Creativity and Strategy in the Digital Age” published in Global Media and China on May 6. Chen, along with CJC doctoral…

The University of Florida College of Journalism and Communications honored outstanding alumni, faculty, staff and graduate and undergraduate students during its annual awards banquet on April 12, 2019. A copy of the Awards Banquet, with explanations of the named awards, is available here. The College inducted four alumni into its…